{"product_id":"landing-page-optimization-the-definitive-guide-to-testing-and-tuning-for-conversions-paperback-softback-9780470610121","title":"Landing Page Optimization; The Definitive Guide to Testing and Tuning for Conversions (Paperback \/ softback) 9780470610121","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eLanding Page Optimization\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Definitive Guide to Testing and Tuning for Conversions\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eTim Ash (Author), Maura Ginty (Author), Rich Page (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470610121, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 13 April 2012\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e480 pages\u003cbr\u003e22.9 x 18 x 3 cm, 0.612 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eA fully updated guide to making your landing pages profitable\u003c\/b\u003e \u003cp\u003eEffective Internet marketing requires that you test and optimize your landing pages to maximize exposure and conversion rate. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures fully updated information and case studies on landing page optimization\u003c\/li\u003e \u003cli\u003eShows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakes\u003c\/li\u003e \u003cli\u003eProvides a step-by-step implementation plan and advice on getting support and resources\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eLanding Page Optimization, Second Edition\u003c\/i\u003e is a comprehensive guide to increasing conversions and improving profits.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eIntroduction xv  \u003cp\u003e\u003cb\u003ePart I Understanding Landing Page Optimization 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Setting the Stage 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is a Landing Page? 4\u003c\/p\u003e \u003cp\u003eA Few Precious Moments Online  4\u003c\/p\u003e \u003cp\u003eYour Baby Is Ugly 6\u003c\/p\u003e \u003cp\u003eYour Website Visitors: The Real Landing Page Experts 6\u003c\/p\u003e \u003cp\u003eUnderstanding the Bigger Online Marketing Picture 8\u003c\/p\u003e \u003cp\u003eThe Myth of Perfect Conversion 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Understanding Your Landing Pages 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLanding Page Types 20\u003c\/p\u003e \u003cp\u003eWhat Parts of Your Site Are Mission Critical? 22\u003c\/p\u003e \u003cp\u003eWhat Is Your Business Model? 28\u003c\/p\u003e \u003cp\u003eThe Types of Conversion Actions 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Matrix—Moving People to Act 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Matrix Overview 36\u003c\/p\u003e \u003cp\u003eRoles 36\u003c\/p\u003e \u003cp\u003eTasks 38\u003c\/p\u003e \u003cp\u003eThe Decision-Making Process 39\u003c\/p\u003e \u003cp\u003eAwareness 40\u003c\/p\u003e \u003cp\u003eInterest 43\u003c\/p\u003e \u003cp\u003eDesire 45\u003c\/p\u003e \u003cp\u003eAction 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Finding Opportunities for Site Improvement 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Common Problems—The Seven Deadly Sins of Landing Page Design 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Sober Look 66\u003c\/p\u003e \u003cp\u003eUnclear Call-to-Action 66\u003c\/p\u003e \u003cp\u003eToo Many Choices 73\u003c\/p\u003e \u003cp\u003eVisual Distractions 76\u003c\/p\u003e \u003cp\u003eNot Keeping Your Promises 83\u003c\/p\u003e \u003cp\u003eToo Much Text 86\u003c\/p\u003e \u003cp\u003eAsking for Too Much Information 87\u003c\/p\u003e \u003cp\u003eLack of Trust and Credibility 93\u003c\/p\u003e \u003cp\u003eReal-World Case Study: CREDO Mobile 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Conversion Ninja Toolbox—Diagnosing Site Problems 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou Are Not as Good as You Would Like to Believe 112\u003c\/p\u003e \u003cp\u003eFocus on the Negative 113\u003c\/p\u003e \u003cp\u003eWeb Analytics Tools 114\u003c\/p\u003e \u003cp\u003eVisual Analysis Tools 125\u003c\/p\u003e \u003cp\u003eFeedback and Survey Tools 131\u003c\/p\u003e \u003cp\u003eWebsite Performance Tools 133\u003c\/p\u003e \u003cp\u003eCompetitive Analysis Tools 135\u003c\/p\u003e \u003cp\u003eUsability Testing Tools 136\u003c\/p\u003e \u003cp\u003eE-mail Enhancement Tools 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Misunderstanding Your Visitors—Looking for Psychological Mismatches 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmpathy: The Key Ingredient 142\u003c\/p\u003e \u003cp\u003eResearching the Whole Story 143\u003c\/p\u003e \u003cp\u003eDemographics and Segmentation 144\u003c\/p\u003e \u003cp\u003eWelcome to Your Brain 148\u003c\/p\u003e \u003cp\u003eCognitive Styles 152\u003c\/p\u003e \u003cp\u003ePersuasion Frameworks 157\u003c\/p\u003e \u003cp\u003eCultural Differences 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Fixing Your Site Problems 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Conversion Improvement Basics 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb Usability Overview 172\u003c\/p\u003e \u003cp\u003eVisual Presentation 173\u003c\/p\u003e \u003cp\u003eWriting for the Web 192\u003c\/p\u003e \u003cp\u003eUsability Checks 197\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Best Practices for Common Situations 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHomepages 202\u003c\/p\u003e \u003cp\u003eInformation Architecture and Navigation 205\u003c\/p\u003e \u003cp\u003eE-commerce Catalogs 211\u003c\/p\u003e \u003cp\u003eRegistration and Multiple-Step Flows 234\u003c\/p\u003e \u003cp\u003eDirect Response Pages 243\u003c\/p\u003e \u003cp\u003eMobile Websites 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 The Strategy of What to Test 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Think About Test Elements 252\u003c\/p\u003e \u003cp\u003eSelecting Elements to Test 261\u003c\/p\u003e \u003cp\u003eTesting Multiple-Page Flows 264\u003c\/p\u003e \u003cp\u003eTimeless Testing Themes 267\u003c\/p\u003e \u003cp\u003ePrice Testing 273\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV The Mechanics of Testing 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Common Testing Questions 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLies, Damn Lies, and Statistics 282\u003c\/p\u003e \u003cp\u003eCrash Course in Probability and Statistics 286\u003c\/p\u003e \u003cp\u003eHave I Found Something Better? 293\u003c\/p\u003e \u003cp\u003eHow Sure Do I Need to Be? 295\u003c\/p\u003e \u003cp\u003eHow Much Better Is It? 298\u003c\/p\u003e \u003cp\u003eHow Long Should My Test Run? 300\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Preparing for Testing 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview of Content Management and Testing 306\u003c\/p\u003e \u003cp\u003eContent Management Configurations 308\u003c\/p\u003e \u003cp\u003eCommon Testing Issues 313\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Testing Methods 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction to Testing Terminology 326\u003c\/p\u003e \u003cp\u003eOverview of Testing Methods 331\u003c\/p\u003e \u003cp\u003eA-B Split Testing 332\u003c\/p\u003e \u003cp\u003eMultivariate Testing 335\u003c\/p\u003e \u003cp\u003eVariable Interactions 350\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Organization and Planning 359\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Assembling Your Team and Getting Buy-in 361\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Usual Suspects 362\u003c\/p\u003e \u003cp\u003eLittle Company, Big Company 372\u003c\/p\u003e \u003cp\u003eThe Company Politics of Tuning 375\u003c\/p\u003e \u003cp\u003eStrategies for Getting Started 378\u003c\/p\u003e \u003cp\u003eInsource or Outsource? 380\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Developing Your Action Plan 387\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBefore You Begin 388\u003c\/p\u003e \u003cp\u003eUnderstand Your Business Objectives 389\u003c\/p\u003e \u003cp\u003eWhat Is the Lifetime Value of the Conversion Action? 390\u003c\/p\u003e \u003cp\u003eAssemble Your Team 401\u003c\/p\u003e \u003cp\u003eDetermine Your Landing Pages and Traffic Sources 403\u003c\/p\u003e \u003cp\u003eDecide What Constitutes Success 405\u003c\/p\u003e \u003cp\u003eUncover Problems and Decide What to Test 407\u003c\/p\u003e \u003cp\u003eSelect an Appropriate Tuning Method 410\u003c\/p\u003e \u003cp\u003eImplement and Conduct QA 412\u003c\/p\u003e \u003cp\u003eCollect the Data 416\u003c\/p\u003e \u003cp\u003eAnalyze the Results and Verify Improvement 418\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Avoiding Real-World Pitfalls 421\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIgnoring Your Baseline 422\u003c\/p\u003e \u003cp\u003eCollecting Insufficient Data 422\u003c\/p\u003e \u003cp\u003eNot Accounting for Seasonality 424\u003c\/p\u003e \u003cp\u003eAssuming That Testing Has No Costs 424\u003c\/p\u003e \u003cp\u003eNot Factoring In Delayed Conversions 426\u003c\/p\u003e \u003cp\u003eBecoming Paralyzed by Search Engine Considerations 433\u003c\/p\u003e \u003cp\u003eFailing to Act 436\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix Landing Page Testing Tools 437\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnterprise Tools 438\u003c\/p\u003e \u003cp\u003eFree or Inexpensive Tools 440\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGlossary 443\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex 451\u003c\/b\u003e\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Sybex","offers":[{"title":"Brand New","offer_id":52462929248536,"sku":"9780470610121","price":16.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470610121_176425.jpg?v=1785542705","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/landing-page-optimization-the-definitive-guide-to-testing-and-tuning-for-conversions-paperback-softback-9780470610121","provider":"Freshly Printed Books","version":"1.0","type":"link"}